MKT470 Outline

School of Business

Department of Marketing & International Business

Course Name: Marketing Research

Course Code & Section No: MKT-470 (5 and 6) Semester: Spring 2015

INSTRUCTOR & DEPARTMENT INFORMATION 1. Instructor Name: Dr. Tamgid Ahmed Chowdhury

2. Office Location NAC839

3. Office Hours: ST 4.30 PM-6.30 PM, MW 3.00 PM – 4.15 PM, R: 11.00 AM – 2.00 PM

4. Office Phone: 1787

5. Email Address: [email protected]

6. Department: Marketing & International Business

7. Links: North South University Website: http://www.northsouth.edu School of Business Website: http://www.northsouth.edu/academic/sob/ Course Website: Refer to NSU Resources (search under BBA-Dr. Tamgid)

8. Emergency: +8801977-TAMGID

COURSE & SECTION INFORMATION Class Time & Location

MW 4.20 PM – 5.50 PM (NAC-509) (Section-5) R 2.10 PM – 5.00 PM (NAC-508) (Section-6)

Course Prerequisite(s)

Basic understanding of Marketing (MKT202) and Statistics (BUS172 and 173)

Course Credit Hours 3:0

Course Description This course is an advanced level course on Marketing. Now-a-days the marketing firms make more informed decisions about their offerings through research on target customers (refer to supplied Case on Nivea). Thus, marketing research has become imperative for the growth of the companies. In this course, students will be taught different aspects and ways of conducting authentic research. In addition, we will understand the decision making process through different stages of marketing research.

Course Objectives The main objective of this course is to help students to make decision based on their conducted research, reduce uncertainty and to gain research knowledge for their academic and professional career. In this unit, students will learn about problem definition and identification process, hypothesis generation and testing, research designing, data collection methodology, data preparation, analysis and report presentations. We will also learn about operations of SPSS (Statistical Package for Social Sciences) – specialized and widely used software in marketing research.

Student Learning Outcomes

Upon the successful completion of this course, a student will achieve the following learning outcome:

1. The ability to conduct marketing research 2. The ability to use SPSS 3. Understanding of the use of rigorous statistical techniques 4. The ability to describe the role of market research in the strategy

development for products and services.

LEARNING RESOURCES AND TEXTBOOK(S)

Text Book(s)

Author Title Edition & Year Publisher ISBN

Malhotra and Dash Marketing Research 6th, 2011 Pearson Publications

978-81-317-3181-9

Others (Reference Books, CD ROMS, DVDs, e-Library, Internet, Articles, …)

Resource Type Description Type Comments

Book

Articles or case studies

Exploring Marketing Research by William Zikmund and Barry Babin 10th Edition

Case studies on different products

Academic book Academic articles

The instructor will provide and/or direct to the sources.

These will help students to understand the use of different types of research methods in real world.

TEACHING STRATEGY (Online, classroom, blended, self-directed through CD, web-based courses and DVD,…)

The classes will be conducted through various activities including presentation of Marketing Research concepts and issues, discussion and exchanges of ideas related to real world research, student initiative and active involvement, cases on marketing research, and written assignment. Students are expected to actively involve and take initiative for their own learning experience.

ASSESSMENT STRATEGY AND GRADING SCHEME Grading tool

Points Quizzes 15% Mid-term Exams 25% Written Assignment & Presentation 10% Class Participation & Attendance 10% Final Exam 40%

Please Refer to NSU Student Handbook, Section: “Grading Policy”

CLASSROOM RULES OF CONDUCT 1. You may use your laptops in the class for class related work. Do not use your laptop for non-class

related work or in any manner that will be distracting to other students or the instructor.

2. Use of cell phones in class is not permitted. 3. Students are advised to frequently refer to the Student Handbook of North South University. 4. Academic Integrity Policy:

This unit provides 3 hours face-to-face teaching per week. Lectures will start punctually. Students should arrive on time. Students may ask questions any time during the lecture. It is disruptive and discourteous to arrive late or talk during lectures. Attendance is must for everyone. Class attendance is only one part of university study. In addition to class attendance, students will need to spend around three hours per week in private study in order to perform well in this unit. School of Business does not tolerate academic dishonesty by its students. At minimum, students must not be involved in cheating, copyright infringement, submitting the same work in multiple courses, significant collaboration with other individuals outside of sanctioned group activities, and fabrications.

Students are advised that violations of the Student Integrity Code will be treated seriously, with special attention given to repeated offences.

Please Refer to NSU Student Handbook, Sections: “Disciplinary Actions” and “Procedures and Guidelines”.

LATE ASSIGNMENT POLICY

In this course, submitting assignments late will be penalized. For each day late, 10 percent will be deducted from the value of the assignment.

GROUP PROJECTS POLICY

Each group (maximum of 5 students) will submit a final report consisting of: 3500 words or 14-15 pages, font – Times New Roman, font size – 12, and double spaced (hard copy and electronic copy). Each team will also present the project for 20 to 25 minutes. More details about the structure, components, time and criteria for assessment of the project will be announced during the semester. Topics of the group project will be provided later on.

EXAMS & MAKE UP POLICY In order to complete the course, students must submit all the required assignments and sit for the exams. Make-up exams are not given unless there is a major circumstance preventing the student from sitting in the exam (official material evidence is required). The timing of the make-up is to be fixed with the instructor of the course if granted. There is NO provision of re-take quiz in this course. Cell phones are prohibited in exam sessions.

ATTENDANCE POLICY Students are required and expected to attend all classes and participate in class discussions. North South University mandates to fail students who are absent 25% or more from their classes, even if such absences are excusable. The one who will attend all the classes will earn full credit for the attendance. Three consecutive missing classes will automatically drop you from the course. COMMUNICATION POLICY All communications should take place using the instructor’s email. In addition, students can communicate in the class or during the instructor’s office hours.

APPROPRIATE USE POLICY All members of the North South University community must use electronic communications in a responsible manner. The University may restrict the use of its computers and network systems for electronic communications subject to violations of university policies/codes or local laws or national laws. Also, the university reserves the right to limit access to its networks through university-owned or other computers, and to remove or limit access to material posted on university-owned computers.

STUDENTS WITH SPECIAL NEEDS North South University will provide educational opportunities that ensure fair, appropriate and reasonable accommodation to students who have disabilities/special needs that may affect their ability to participate in course activities or meet course requirements. Students with disabilities are encouraged to contact their instructors to ensure that their needs are met. The University through its Special Need section will exert all efforts to accommodate special needs. Special Needs Section Telephones: Location: Email: Please Refer to NSU Student Handbook, Section: “Special Needs Services” The above service is not in place now but will be developed in the near future.

STUDENTS SUPPORT AND LEARNING RESOURCES A. SOB-Learning Center: B. The University Student Learning Support Center (SLSC): These centers provide academic support services

to students at NSU. The SLSC is a supportive environment where students can seek assistance with academic coursework, writing assignments, transitioning to college academic life, and other academic issues. SLSC programs include: Peer Tutoring, the Writing Lab, Writing Workshops, and Academic Success Workshops. Students may also seek confidential academic counseling from the professional staff at the Center.

Students Learning & Support Center (SLSC) Tel: Fax: Location: E-mail: This service will be available in the near future.

STUDENTS COMPLAINTS POLICY Students at North South University have the right to pursue complaints related to faculty, staff, and other students. The nature of the complaints may be either academic or non-academic. For more information about the policy and processes related to this policy, you may refer to the student handbook.

COURSE CONTENTS &SCHEDULE

No

Topic

Week Chapter/Assignmentا

1. Discussion on Course outline, presentation, quiz and exams Introduction to marketing research Case: Nivea Deodorant

1 Malhotra and Dash Chapter 1

2. Defining marketing research problem and developing an approach

1-2 Malhotra and Dash Chapter 2

3. Research design 2 Malhotra and Dash Chapter 3

4. Exploratory research design Case: Kellogg Crunchy Nut Bites

2-3 Malhotra and Dash Chapter 5

5. First Mid-term examination (Chapter 1-5) 3

6. Descriptive research design: Survey and observation

3-4 Malhotra and Dash Chapter 6

7. Measurement and scaling: Fundamentals and comparative scaling

4 Malhotra and Dash Chapter 8

8. Measurement and scaling: Non comparative scaling Case: Scale development process

4-5 Malhotra and Dash Chapter 9

9. Questionnaire and form design 5 Malhotra and Dash Chapter 10

10. Sampling: Design and procedures

5-6 Malhotra and Dash Chapter 11

11. Second Mid-term examination (Chapter 6-11) 6

12. Field work 6-7 Malhotra and Dash Chapter 13

13. Data preparation Ideas about SPSS

7 Malhotra and Dash Chapter 14

14. Frequency distribution, cross tabulation and hypothesis testing (In class exercise)

7-8 Malhotra and Dash Chapter 15

15. Correlation and regression (SPSS orientation) 8 Malhotra and Dash Chapter 17

16. Factor analysis and multidimensional scaling 8-9 Malhotra and Dash Chapter 19

17. Report preparation and presentation 9 Malhotra and Dash Chapter 23

18. Review 9-10

19. Presentation 11

20. Final exam week begins 12

Note: The instructor reserves the right to make changes to the syllabus if necessary.